Purpose – Muslims living in multi-religious societies are considered more conscious about the permissibility ( Halal ) of products and thus the majority of Halal research in the non-financial sector was conducted in multi-ethnic societies. Nonetheless, the global trade is changing the way we...

Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology/approach Design/methodology/approach – The data were collected from 400 users of...

Purpose – The aim of this study is to test a holistic model that investigates the direct influence of service quality on building consumer based brand equity, along with the mediating role of corporate credibility and perceived value. Design/methodology/approach – A self‐administrated...